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Scanning for New Marketing Opportunities: QR Codes Explained


If you have ever used a smart phone, you know its advanced capabilities make this device much more than just a phone. The rise of smart phone ownership and the increasing popularity of mobile apps have pushed marketing strategists to explore new ways of leveraging these smart phone functions to generate awareness and drive sales. This ultimately led to the incorporation of what is known as the QR code into the marketer's repertoire.

What are QR Codes? Originally created in 1994 for the automotive industry to track inventory and prices, a QR code (or Quick Response code) functions similar to a bar code -- information embedded in a geometric pattern that can be decoded. However, unlike a barcode, there are no bars in a QR code. A QR code is a two-dimensional matrix set in a square pattern, predominately featuring black square dots on a white background. Moreover, QR codes have a functionality and data storage capacity far more superior than barcodes, making them a highly valuable tool for storing and retrieving greater amounts of information at a lightning fast speed.

How do they work? Smart phone users need only download a QR code reader application to their smart phone to decode a QR code. Decoding is as simple as enabling the camera feature, snapping a photo (or scanning the code) and uploading it to the reader application. Once this scan is made, the reader will then perform the necessary actions encoded in the QR code, such as downloading a file or launching a website.

Why use them? QR codes offer users a great deal of information with speed. With the capability of smart phones and their ever-ready presence at a user's hip, the accessibility and ease of using QR codes is at your marketing disposal. Currently, QR codes are found in many print mediums that range from large billboards to small product labels. With its peculiar appearance, they invite passerbys to pull out their mobile phone and uncover the encoded information.

Among these reasons, one of the most significant is its production cost--it's FREE!

How you can use them? To create your customized QR code, search for QR code generators on any search engine platform. These generators will offer you the ability to either upload a file or input a url. Once you complete the steps as stated by the generator provider (each site will have a slightly different process), you will then be given the QR code in a .jpeg or graphic file that is ready for use.

If you have a QR code and are unsure of what to do with it, consider the following suggestions to utilizing this tech-savvy tool to your advantage:

  • Integrate QR codes into print collateral. For example, if you are promoting the various events that your company is hosting, you can use the QR code to direct your interested customer to your website's calendar of events. This is beneficial for two reasons: the QR code garners attention and you do not have to display a long URL on your collateral, which can be aesthetically unpleasing.
  • Improve social media engagement using QR codes for deals. Have a QR code linked to your Facebook, Twitter, Foursquare, or Yelp near the designated area of transaction and have your customer scan it prior to purchasing so that they can receive a discount.
  • Get creative with the QR code design. Many national companies like Starbucks and Nike have manipulated the QR codes to associate with their brands. You can alter the colors and integrate logos, however, you must be careful as to not interfere with the code itself as a minor alteration can disrupt the coding and ultimately, make it unusable. If you are able to successfully add a design element, this will only elevate the aesthetics of the medium in which you are using it, be it in a magazine, newspaper ad, or in-house flyers/posters.

Taking what you now understand of QR codes, consider how your business can employ these codes to effectively market your product and services. Still unsure if this is right for you? Remember, these QR codes are free to generate and free to scan for customers, so experiment and explore its applications. Happy scanning!